Our brand - Royal Botanic Gardens, Kew

Brand 

Guidelines

Our brand 

This document is a guide to the brand 

communication style for Kew. 

It explains what our brand stands for, how 

it’s expressed, and how the creative elements 

fit together in all our communications. 

The guide should be followed when 

commissioning, designing or delivering 

any kind of communications.

Contents 

Our brand 4 

Masterbrand logo 8 

Colour palette 31 

Typography 34 

Imagery 55 

In application 69 

Brand architecture 92

Our brand

Our brand 

A strong brand is one of the most valuable 

assets an organisation owns. To make it truly 

powerful it needs to be applied consistently 

so anyone dealing with the Royal Botanic 

Gardens, Kew knows who we are and what 

we stand for. Everyone has a part to play in 

doing this and bringing our brand to life. 

These guidelines are to help you represent 

our brand consistently.

6 Our brand 

At the heart of any brand is a big idea. Simple. 

Memorable. True. 

For the Royal Botanic Gardens, Kew this big idea is 

Plants Matter. 

For health. For pleasure. For beauty. For life. 

A simple but powerful expression of what we believe 

in. Plants Matter is the focus of everything we do. 

Helping us make the right choices. 

Part of our DNA – invisible, but vital.

7 Brand platform 

With Plants Matter at its heart, our brand platform 

is a summary of all the elements that make 

Kew special. 

Our vision for the future is about the impact 

we want to make. 

Our positioning is the unique place we occupy 

in the world. 

Our offer describes what we do for all 

our audiences. 

Our values are the things we believe in that drive 

the way we do things. 

Our personality is the image we want to project. 

The Brand Platform is the essential tool to help 

us make the right decisions in everything we do. 

Our vision 

A world where plant 

and fungal diversity are 

cherished and maintained 

Our positioning 

Kew is the global hub 

for plant knowledge and 

a leading champion 

of plant conservation 

Plants 

Matter 

Our values 

Relevance 

Sustainability 

Rigour 

Openness 

Collaboration 

Our personality 

Pioneering & confident 

Trusted & intelligent 

Friendly & welcoming 

Entrepreneurial & savvy 

Our offer 

Kew’s world famous 

gardens and scientific research 

unlock the power and wonder 

of plants for everyone

Masterbrand logo

9 Masterbrand logo – Colour variations 

Three-colour masterbrand logo


White masterbrand logo on Kew dark green


White masterbrand logo on Kew mid green


White masterbrand logo on Kew light green


White masterbrand logo on photography 

Always ensure good legibility of the masterbrand 

logo when using it on photographic backgrounds


Masterbrand logo in Kew mid green


Masterbrand logo in Kew dark green


Masterbrand logo in Black


Three colour 

Single colour (Kew mid green or dark green) 

Single colour (Black & white)

18 Masterbrand logo – X Do nots 

X Do not put the masterbrand logo 

in a box or any other shape 

X Do not alter the relationship 

between the mark and the Royal 

Botanic Gardens lettering 

X Do not distort the masterbrand logo 

X Do not put the masterbrand logo 

on an overly complicated background 

where it becomes illegible 

Royal Botanic GaRdens 



Royal Botanic GaRdens

19 Masterbrand logo – X Do nots 

X Do not use the masterbrand logo 

in other colours (that have not been 

specified in these guidelines) 

X Do not try to recreate the 

masterbrand logo 

X Do not add a suffix to the 

masterbrand logo 

X Do not ‘squash’ the logo 




FoR Kids

20 Masterbrand logo – Exclusion zone 

& minimum size 

The masterbrand logo should always have 

breathing space. This can be determined by the 

width of the ‘e’. 

The minimum recommended size for the 

masterbrand logo is 30mm wide (150 pixels 

online). In exceptional circumstances when it has 

to be used below this size please remove the ‘Royal 

Botanic gardens’ wording. It should never be used 

below 10mm wide (75 pixels online). 

30mm (150 pixels) 

10mm (75 pixels)

21 Masterbrand logo – Recommended sizes 

A1 

Logo width: 120mm 

Margins: 30mm 

A2 


Margins: 20mm 

A3 


Margins: 15mm 

A4 


Margins: 10mm 

A5/DL 


Margins: 10mm

22 Masterbrand logo – Recommended size for 

items where Royal Botanic Gardens cannot sit 

under the main logo, e.g. Book spine / pencils 

In these circumstances it can be placed as shown here. 

10mm spine 

Logo width: 7mm

23 Masterbrand logo – Positions on the page 

The logo works most effectively if the K in Kew is 

left aligned, we also want it to be in a prominent 

position so top left is the preferred position. 

In exceptional circumstances it can be positioned 

elsewhere. The masterbrand logos (right) are 

numbered 1 to 4 in order of preference. 

The logo should not be centred. 

1 4 

2 3

24 Masterbrand logo – Relationship 

to the Royal Crest 

The Royal Crest should not be used as a logo 

or replace our main logo but can be used as an 

endorsing mark where appropriate. 

Appropriate circumstances would include where 

the royal connection adds significant weight or 

impact. Examples could include formal invitations, 

scientific publications or overseas publishing. 

It should always be physically separated from the 

masterbrand logo in order to prevent confusion. 

It should be positioned as an endorsement rather 

than another logo. 

Ideally, it should appear on a different page 

or at a minimum underneath the main logo.

25 Masterbrand logo – Relationship to the 

Royal Crest 

When using the Royal Crest with the masterbrand 

logo, the Royal Crest size is determined by the 

height of 

the letter ‘K’ and Royal Botanic Gardens lettering. 

The exclusion zone can be determined by the 

size of the Royal Crest when they are being used 

together. 

The minimum size is 20mm wide and it can only be 

used in Kew dark green, black or white. 

45mm 

20mm 

the Royal crest can either be positioned: 

bottom left corner, in which case it should 

be left aligned with the masterbrand logo; 

or it can be positioned in the bottom right 

hand corner (as shown in the example on 

the right). it should never be positioned 

alongside the masterbrand logo. the 

examples above show the minimum 

amount of space permitted between the 

masterbrand logo and the Royal crest.

26 Masterbrand logo – 

Relationship to the Royal Crest 

For certain corporate uses (e.g. formal invitations, 

business cards etc) it can used on the same side but 

the Masterbrand logo should still lead, so the Crest 

should be positoned bottom left or right. 

See examples... 

AnnA QuEnBy 

Head of Public Relations 

Royal Botanic Gardens, Kew 

Richmond, surrey tW9 3aB, UK 

T +44(0)20 8332 5619 

M +44(0)7766 162 855 

F +44(0)20 8332 5610 

E a.quenby@kew.org 

www.kew.org 

The Director and Trustees of the Royal Botanic Gardens, Kew 

request the pleasure of the company of 

at the presentation of the 

KEW DIPLOMA AnD PRIZES 

by Sir David Attenborough OM CH CVO CBE FRS 

In the Jodrell Lecture Theatre 

on Friday 9 September 2011 at 3.00 pm and afterwards to an 

afternoon tea in the School of Horticulture 

RSVP by 20 August: Judy Hancock, Administration Officer, 

School of Horticulture, Royal Botanic Gardens, Kew, 

Richmond, Surrey TW9 3AB 

Telephone: 020 8332 5545 

Facsimile: 020 8332 5574 

Email: J.Hancock@kew.org 

Please be seated by 2.50pm 

Please bring this card with you 

Entry by Jodrell Gate. Please see map overleaf

27 Masterbrand logo – Relationship to the 

Royal Crest 

When using the masterbrand logo and the Royal 

Crest on A4 (and bigger), align the Royal Crest with 

the address details. 


Richmond, Surrey TW9 3AB, UK 

T +44(0)20 8332 5000 

F +44(0)20 8332 5197 

www.kew.org 

Royal Botanic Gardens Kew has exempt charitable status. Printed on 100% recycled paper♲

um 

n both 

in 

where 

ssible 

black 

sion 

ater 

w’ 

e 

always 

he 

logo. 

main 

ls. 

X 

28 Masterbrand logo & third party logos 

See example of Kew leading and a third party 

endorsing X (left). In this case, a lead sponsors’ logo 

will represent an area up to 70% of Kew’s logo. 

See example X of a third party leading and Kew 

endorsing (middle). 

See example of both parties on an equal level 

(right). 

Guidelines on minimum size and the exclusion 

zone should be followed (page 21). 

X 

X 

0.5X 

9.4 Sponsors and funding partners 

When sponsors and funding partners appear on Kew materials 

there are a set of rules that help determine positions and 

relationships of elements. 

Millennium Seed Bank funding partners’logos 

Funding Partners 

When using the MSBP logo, its 

two supporting partners’ logos 

should always be included as 

endorsements to the Project. They 

should always appear horizontally 

in the order illustrated. 

Clear space 

Shown here is the minimum 

clear space that should 

surround and lie between both 

logos. 

X 

X 

X 

sion logo should never 

ith the height of the 

aining proportional. 

mstances, e.g. business 

le must be used. 

32 

9mm 

Colour variants 

The logos should appear in 

their full colour versions where 

possible. If this is not possible 

they should be printed in black 

or reversed white out.

clear space that should 

X 

surround and lie surround between and both lie between both 

29 Masterbrand logo & logos. third party logos logos. 

Where possible the Kew masterbrand logo should 

lead and it should always have the same visual 

X 

presence as the logos around it. 

X 

X 

Colour variants Colour variants 

The logos should The appear logos in should appear in 

their full colour their versions full colour where versions where 

possible. If this possible. is not possible If this is not possible 

they should be they printed should in black be printed in black 

or reversed white or out. reversed white out. 

Size Size 

The Millennium The Commission Millennium Commission 

logo should never logo be should greater never be greater 

than the height than of the the ‘ew’ height of the ‘ew’ 

from the MSBP from logo. the TheMSBP logo. The 

Wellcome Trust Wellcome logo will always Trust logo will always 

cover 60% the cover area of 60% the the area of the 

Millennium Commission Millennium logo. Commission logo. 

This X proportion This should proportion remain should remain 

consistent on all consistent materials. on all materials. 

X 

X 

X 

X 0.5X 

0.5X

30 Endorsing 

Here are two examples where the masterbrand 

logo is endorsing an event or campaign.

Colour palette

32 Colour palette – Primary & secondary 

You can use all of these colours all year round plus 

black and white. Always match to the uncoated 

CMYK reference. Tints can be used for internal 

layouts, for example, charts and diagrams. 

Primary 

Secondary (Logo can only be used in primary colours) 

Winter Spring Summer Autumn 

C56 M0 Y100 K0 

PANTONE 376 U/C 

R153 G204 B0 

KEW LIGHT GREEN 

C70 M0 Y0 K0 

PANTONE 298 U 

PANTONE 2915 C 

R60 G185 B230 

C40 M45 Y0 K0 

PANTONE 2645 U 


R170 G150 B220 

C0 M20 Y100 K0 

PANTONE 121 U 


R255 G200 B50 

C0 M30 Y65 K15 



R200 G155 B75 

C60 M0 Y100 K27 


R102 G153 B0 

KEW MID GREEN 

C90 M50 Y0 K0 

PANTONE 285 U 


R0 G115 B205 

C0 M85 Y15 K0 

PANTONE 213 U 

PANTONE 205 C 

R220 G70 B125 

C0 M55 Y90 K0 

PANTONE 144 U 


R230 G130 B0 

C0 M85 Y85 K0 



R220 G80 B50 

C85 M0 Y100 K55 


R39 G94 B55 

KEW DARK GREEN 

C90 M0 Y50 K0 

PANTONE 327 U 


R0 G135 B110 

C85 M85 Y0 K0 



R60 G45 B170 

C10 M90 Y0 K0 

PANTONE 206 U 


R200 G0 B100 

C0 M80 Y30 K30 



R150 G30 B65

33 Colour palette – Element of green 

Ensure that you always have an element of green, 

either within the image, the type or the 

masterbrand logo. 

Helping 

the planet breathe

Typography

Typography 

Our brand typeface is Frutiger. 

Frutiger should be used for all 

applications, except for typing letters, 

powerpoint, internal documents, or 

online HTML text. In these cases, use 

Arial as the default font. 

Keep typography simple. Do not 

overcrowd layouts and do not use too 

many type sizes. Use weight to draw 

emphasis instead.

36 Typography 

To add flexibility, the full Frutiger family can be 

used including... 

Frutiger 45 Light 

Frutiger 46 Light Italic 

Frutiger 55 Roman 

Frutiger 65 Bold 

Frutiger 66 Bold Italic 

Frutiger 75 Black 

Frutiger 95 Ultra Black

37 Typography 

For body copy always use Roman, picking out 

headings with Bold 


abcdefghijklmnopqrstuvwxyz 1234567890 £&*?! 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 



aBcdeFGHiJKlMnoPQRstUVWXyZ 



ABCDEFGHIJKLMnOPQRSTuVWXyZ

38 Typography 

For titling use light, black and ultra black 

Frutiger 75 Black 



Frutiger 95 Ultra Black 

abcdefghijklmnopqrstuvwxyz 

1234567890 £&*?! 

ABCDEFGHIJKLMNOPQRSTUVWXYZ

39 Typography 

Italics should be reserved for Latin names, for adult 

facing materials. For family materials they can be 

more widely used. 

Frutiger 46 Light Italic 


1234567890 £&*?! 


Frutiger 66 Bold Italic 


1234567890 £&*?! 


40 Typography

41 Typography 

Condensed can be used where you have limited 

space, for example on forms. They can also be used 

for illustrative purposes. 

Frutiger 47 Light Condensed 



Frutiger 57 Condensed 



42 Typography 

Frutiger 67 Bold Condensed 



Frutiger 77 Black Condensed 



Frutiger 87 Extra Black Condensed 



Typography 

The following examples demonstrate 

the way that Frutiger can used to 

reflect a variety of personalities to suit a 

diverse range of communications, from 

formal to fun.

When using expressive typography, 

take inspiration from nature...

45 Typography 

Type can be simple... 


Frutiger 46 light italic

46 Typography 

Type can reflect growth... 


COME 

AND 

SEE 

WHAT’S 

NEW 

SPRING 

2011

47 Typography 

Type can be decorative... 

Frutiger 65 Bold

48 Typography 


Frutiger 65 Bold

49 Typography 

Type can be expressive... 



Exhibition 

continues 

September 

2011

50 Typography 


Frutiger 47 Light Condensed

51 Typography 


Frutiger 95 Ultra Black

52 Typography 


Frutiger 75 Black

53 Typography 


Frutiger 45 Light

54 Typography 

Type can be fun... 

Frutiger 65 Bold

Imagery

Imagery 

Use simple, engaging, high quality 

imagery. A wide range of imagery 

is available to express the variety 

of personalities found across the 

organisation. Example themes 

will be shown over the following 

pages. Illustration and typographic 

treatments are also options. 

When using any of these types of 

imagery, ensure that the logo is 

fully legible.

57 Imagery – Do use 

Abstract/texture Close up/detail SEM


The grounds The architecture The plants


The visitors The scientists The horticulturists


Botanical illustration 

Graphic illustration 

Patterns inspired by nature


Commissioned ‘handcrafted’ illustration Commissioned ‘handcrafted’ illustration Sculpture/art in the Grounds


Typographic illustration 

Graphic textures 

Cut outs 

or none, 

or few, 

do hang 

Upon those 

boughs which shake 

against the cold, 

Bare runied choirs, 

where late the 

sweet birds sang. 

In me thou see'st the 

twilight of such a day 

As after sunset 

fadeth in the west; 

Which by and by 

black night doth take away, 

Death's second self, 

that seals up all the rest. 

That time of year thou mayst in me behold 

In me 

thou 

see'st the 

glowing of 

such 

That on 

the ashes 

of his youth 

doth lie, 

As the death-bed, 

whereon it 

must expire, 

Consum'd with 

that which it was 

nourish'd by. 

This thou 

perceiv'st, 

which makes thy 

love more strong, 

To love that well, which thou 

must leave ere long. 

fire,


Info graphics and diagrams to bring facts 

and figures to life... 

20% OF THE WORLD’S 

OXYGEN COME FROM 

THE PLANTS OF THE 

AMAZON 

1786 

LOREM ISPUM 

DOLOR 

ESTAS INTERIT 

1885 

CHARLES DARWIN 

LOREM ISPUM 

DOLOR 

ESTAS INTERIT 

1919 

LOREM ISPUM 

DOLOR 

ESTAS INTERIT 

1882 

LOREM ISPUM 

DOLOR 

ESTAS INTERIT 

1906 

LOREM ISPUM 

DOLOR 

ESTAS INTERIT

64 Imagery – X Do not use 

X Clichéd imagery 

Don’t use models, use real people 

People should be natural, not posed 

X Clip art 

Does not represent high quality 

It’s not an ownable style 

X Uninspiring imagery 

Imagery should be engaging and well 

photographed


Stock library illustration which doesn’t reflect 

the quality of the Kew offer... 

X X X


X Bad crops 

Do not crop out the main focus 

of the image 

X Low resolution 

Images should be used no lower than 300dpi 

X Busy shots without a focus 

Keep compositions simple

67 Imagery – X Do not 

X Flip imagery 

Pictures of plants and architecture should never 

be flipped or rotated. 

Right way

68 Imagery – X Do not 

Use devices, drop shadows or keylines unless 

necessary. 

X 

X

In application

In application 

When bringing all these elements 

together it is important to ensure your 

design is simple, allows text to breath 

and keeps different images and type 

styles to a minimum.

Environmental care 

When considering your design brief 

please also consider sustainability issues 

and take into account the following: 

All printed material should be produced 

using environmentally friendly methods 

as much as possible. We aim to use 

recycled and where possible, uncoated 

paper, and work with print companies 

who have suitable environmental 

accreditation. Designs should be 

created specifically to look good on 

recycled, uncoated paper, while print 

runs and locality of print companies 

should also be considered to reduce the 

carbon foot print. 

Please follow these recommendations: 

Paper should to be as close to 100% 

recycled as possible · 

The minimum requirement should 

be not less than 50% recycled and 

50% from managed forests and 

FSC accredited 

Print companies should use some 

or all of these processes: 

Computer-to-plate origination 

Waterless press capacity 

Alcohol-free printing process 

Inks should be vegetable based 

Where possible the finish should 

be uncoated 

Print companies should have 

accreditation in one or more or the 

following and locally based printers 

are preferable:· 

FSC, Carbon neutral status 

ISO 14001 

EMAS (European Ecomanagement 

& Audit Scheme) 

WPA (Waterless Printing Association) 

The following pages give examples 

of how the brand elements could 

come together.

72 In application – Core branding elements 

ABCDE 

abcdef 

aBcde 

abcdef 

ABCDE 

abcdef 

+ + + 

Masterbrand logo Colour Palette Typography Imagery

73 In application 

AnnA QuEnBy 

Head of Public Relations 


Richmond, surrey tW9 3aB, UK 

T +44(0)20 8332 5619 

M +44(0)7766 162 855 

F +44(0)20 8332 5610 

E a.quenby@kew.org 

www.kew.org 

The Director and Trustees of the Royal Botanic Gardens, Kew 

request the pleasure of the company of 

at the presentation of the 

KEW DIPLOMA AnD PRIZES 

by Sir David Attenborough OM CH CVO CBE FRS 

In the Jodrell Lecture Theatre 

on Friday 9 September 2011 at 3.00 pm and afterwards to an 

afternoon tea in the School of Horticulture 

RSVP by 20 August: Judy Hancock, Administration Officer, 

School of Horticulture, Royal Botanic Gardens, Kew, 

Richmond, Surrey TW9 3AB 

Telephone: 020 8332 5545 

Facsimile: 020 8332 5574 

Email: J.Hancock@kew.org 

Please be seated by 2.50pm 

Please bring this card with you 

Entry by Jodrell Gate. Please see map overleaf


That time of year thou mayst in me behold 

In me 

or none, 

thou 

or few, 

see'st the 

glowing of 

do hang 

such 

Upon those 

That on 

boughs which shake 

the ashes 

against the cold, 

of his youth 

Bare runied choirs, 

doth lie, 

where late the 

As the death-bed, 

whereon it 

sweet birds sang. 

In me thou see'st the 

must expire, 

Consum'd with 

twilight of such a day 

As after sunset 

fadeth in the west; 

that which it was 

nourish'd by. 

This thou 

Which by and by 

black night doth take away, 

Death's second self, 

perceiv'st, 

which makes thy 

love more strong, 

fire, 

To love that well, which thou 

must leave ere long. 

Poetry inspired 

by nature 

Exhibition 

that seals up all the rest. 

Helping 

the planet breathe


newsletter 

Discover 

more! 

2011


AUTUMN 

2011 

SPRING 2011


DISCOVER 

MORE! 

SPRING 

2011


Autumn 

Winter 

Spring 

Summer

79 In application


Exhibition 

continues 

September 

2011 

DISC 

VER


Plants 

matter 

Discovering 

& learning

82 In application – Sample layouts 

Styling from covers should be extended into 

internal spreads. 

Plants 

matter 

Discovering 

& learning 

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dapibus aliquet vitae neque. etiam sed pretium 

ipsum. Pellentesque feugiat iaculis magna sed 

scelerisque. aenean pretium interdum nulla, 

quis feugiat ante accumsan id. Morbi nisl lectus, 

molestie sed tempor sed, aliquam a arcu. 


placerat, purus neque interdum eros, id 

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ut suscipit mauris. nulla eu justo tellus. Ut vel 

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dolor massa in purus. Pellentesque rhoncus semper 

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id orci pulvinar mattis in id elit. Suspendisse 

potenti. Praesent ac ipsum vitae orci tempus 

consectetur non vitae purus. Morbi ut tellus 

a lectus blandit dapibus aliquet vitae neque. 

Etiam sed pretium ipsum. Pellentesque feugiat 

iaculis magna sed scelerisque. Aenean pretium 

interdum nulla, quis feugiat ante accumsan 

id. Morbi nisl lectus, molestie sed tempor sed, 

aliquam a arcu. 

egestas eu nec augue. Phasellus urna enim, 

convallis sit amet convallis in, hendrerit non 

turpis. Quisque vel dolor rhoncus odio dictum 

pellentesque nec non nunc. nulla arcu ante, 

blandit ullamcorper facilisis at, ornare nec ipsum. 

sed consequat convallis placerat. curabitur 

auctor varius commodo. etiam ut eros enim, sed 

dictum tortor. integer adipiscing, ligula at cursus 

faucibus, diam purus auctor nibh, sit amet varius. 

lorem ipsum dolor sit amet, consectetur 


nunc id elementum lorem. curabitur eleifend 

consequat sem ut dictum. aliquam dapibus arcu 

id orci pulvinar mattis in id elit. suspendisse 


consectetur non vitae purus. Morbi ut tellus a 

lectus blandit dapibus aliquet vitae neque. etiam 

sed pretium ipsum. Pellentesque feugiat iaculis 

magna sed scelerisque. aenean pretium. 

DISC 

VER 

mentum, augue justo molestie urna, et 

elementum purus nunc et dolor. Vestibulum felis 

urna, lobortis sed iaculis vitae, suscipit id libero. 

donec eu scelerisque odio. Quisque quis enim 

tellus. Morbi a elit in nunc tristique convallis 

vitae at nisl. suspendisse eu nisi eu elit fringilla


Recommended font sizes... 

Quotes: 

Frutiger Bold 65 

15pt/17pt 

Titles: Frutiger Bold 65 

Body copy: Frutiger Roman 55 

8.5pt/10pt 




molestie ultrices 

tristique. nunc id 

elementum lorem. 

Curabitur consequat. 

Lorem ipsum dolor sit amet, consectetur adipiscing 

elit. nam molestie ultrices tristique. nunc 

id elementum lorem. Curabitur eleifend consequat 

sem ut dictum. Aliquam dapibus arcu 

id orci pulvinar mattis in id elit. Suspendisse 




Etiam sed pretium ipsum. Pellentesque feugiat 

iaculis magna sed scelerisque. Aenean pretium 





placerat, purus neque interdum eros, id imperdiet 

ipsum odio sit amet sapien. aenean ut suscipit 

mauris. nulla eu justo tellus. Ut vel ligula 

vel lectus volutpat tristique sed non lorem. 






dolor massa in purus. Pellentesque rhoncus 

semper eros suscipit sollicitudin. duis lobortis 

dapibus risus suscipit imperdiet. Proin gravida 

blandit lorem, in mollis ipsum sollicitudin ac. 

integer velit lectus, mollis sed commodo in, vestibulum 

nec lectus. Quisque urna erat, dictum 

eu egestas quis, molestie quis lorem. 

in pharetra rhoncus viverra. Praesent a 

felis nibh. Mauris molestie, lectus vel laoreet 

condimentum, augue justo molestie urna, et 

elementum purus nunc et dolor. Vestibulum 

felis urna, lobortis sed iaculis vitae, suscipit 

id libero. donec eu scelerisque odio. Quisque 

quis enim tellus. Morbi a elit in nunc tristique 

convallis vitae at nisl. suspendisse eu nisi eu elit 

fringilla egestas eu nec augue. Phasellus urna 

enim, convallis sit amet convallis in, hendrerit 

non turpis. Quisque vel dolor rhoncus odio 

dictum pellentesque nec non nunc. nulla arcu 

ante, blandit ullamcorper facilisis at, ornare 

nec ipsum. sed consequat convallis placerat. 

curabitur auctor varius commodo. etiam ut 

eros enim, sed dictum tortor. integer adipiscing, 

ligula at cursus faucibus, diam purus auctor 

nibh, sit amet varius neque ipsum ac ligula. 

lorem ipsum dolor sit amet, consectetur 


nunc id elementum lorem. curabitur eleifend 

consequat sem ut dictum. aliquam dapibus 

arcu id orci pulvinar mattis in id elit. suspendisse 




etiam sed pretium ipsum. Pellentesque feugiat 

iaculis magna sed scelerisque. aenean pretium 





placerat, purus neque interdum eros, id imperdiet 

ipsum odio sit amet sapien. aenean ut suscipit 

mauris. nulla eu justo tellus. Ut vel ligula 

vel lectus volutpat tristique sed non lorem. 






dolor massa in purus. Pellentesque rhoncus 

semper eros suscipit sollicitudin. duis lobortis 

dapibus risus suscipit imperdiet. Proin gravida 

blandit lorem, in mollis ipsum sollicitudin ac. 

integer velit lectus, mollis sed commodo in, vestibulum 

nec lectus. Quisque urna erat, dictum 

eu egestas quis, molestie quis lorem.

85 In application – Bags

86 In application – Bags

87 In application – Powerpoint 

Visitors per quarter — 4 year period 

40k+ 

30k 

Education 

programme 

for Autumn 2011 

20k 

15k 

10k 

0 

2008 

2009 2010 2011 

Lorem ipsum dolor sit amet, 

consectetur adipiscing elit. 

Cras aliquet feugiat sapien 

et ornare. Mauris consequat 

neque non diam varius 

faucibus. 

Mauris et dui turpis, id fermentum 

tortor. Aliquam tristique sem nec 

elit ultricies nec elementum turpis 

luctus. Ut quis augue magna. 

Mauris auctor eleifend vehicula. 

Quisque nec diam massa. 


consectetur adipiscing elit. 

Cras aliquet feugiat sapien 

et ornare. Mauris consequat 

neque non diam varius 

faucibus. 

Mauris et dui turpis, id fermentum 

tortor. Aliquam tristique sem nec 

elit ultricies nec elementum turpis 

luctus. Ut quis augue magna. 

Mauris auctor eleifend vehicula. 

Quisque nec diam massa. 

Aliquam pellentesque faucibus 

placerat. Donec libero risus, 

dignissim vel interdum eget, 

laoreet vitae ante. Aliquam 

commodo tincidunt odio, a 

commodo ante lobortis iaculis. 

Proin ut odio velit, id tincidunt 

Aliquam pellentesque faucibus 

placerat. Donec libero risus, 

dignissim vel interdum eget, 

laoreet vitae ante. Aliquam 

commodo tincidunt odio, a 

commodo ante lobortis iaculis. 

Proin ut odio velit, id tincidunt

88 In application – Microsite 

Learning 

& discovering 

at Kew 

this summer! 

Find out more > 

Exhibition 

continues 

September 

2011 

Find out more >

89 In application – Pop up banners 

Discovering 

& learning 

Education 

workshop 

July 2011 

kew.org 

kew.org

90 In application – Interpretation signage 

Pink rock orchid 

Dendrobium speciosum 


consectetur adipiscing elit. In 

dapibus ullamcorper dui eget 

iaculis. Aliquam erat volutpat. 

Mauris non nisi justo, eu lacinia 

Purple lotus 

flower 

Dendrobium 

speciosum 

Lorem ipsum 

dolor sit amet, 

consectetur 

adipiscing elit. 

In dapibus 

ullamcorper 

dui eget iaculis. 

Aliquam erat 

volutpat. Mauris 

non nisi justo, 

eu lacinia enim. 

Proin eget dolor 

Purple lotus 

flower 

Dendrobium 

speciosum 

Lorem ipsum 

dolor sit amet, 

consectetur 

adipiscing elit. 

In dapibus 

ullamcorper 

dui eget iaculis. 

Aliquam erat 

volutpat. Mauris 

non nisi justo, 

eu lacinia enim. 

Proin eget dolor 

Purple lotus flower 

Dendrobium speciosum 


consectetur adipiscing elit. In 

dapibus ullamcorper dui eget 

iaculis. Aliquam erat volutpat.

91 In application – App 

What is this plant 

Anthriscus 

LOADInG 

Rate 

of 

growth

Brand 

architecture

93 Brand architecture – Wakehurst 

All Wakehurst materials should follow these 

guidelines, including logo position, size, colour 

and also how we use imagery and typography. This 

is to ensure the audience instantly recognises that 

Wakehurst is a part of Kew. 

The name Wakehurst should be included in the 

publication title, it should not be incorporated into 

the masterbrand logo. 

SPRING AT 

WAKEHURST 

2011


at 

Wakehurst 

kew.org


Education 

programme 

at Wakehurst 

for Autumn 2011


Discovering 

& learning 

at Wakehurst

Masterbrand 

Other on-site logos 

Retail idents 

MSB 

TBC 

Royal Crest


For help & guidance please 

email brand@kew.org

Our brand - Royal Botanic Gardens, Kew

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